Stories by Margot Savell

Everyone in PR knows about the five W’s of journalism—the questions reporters ask to gather information for a story. According to the principle of the five W’s, a news story is considered complete only if these W questions are answered.

This principle applies also to the many M’s of measurement. While the M’s are not questions, they provide a list to guide you when designing and executing a media analysis program that can be considered complete.

From January 1–March 15, the number of Instagram video posts from U.S. brands increased 68% vs the same period in 2015, driving a 90% spike in consumer engagement with those videos, according to exclusive Shareablee data supplied to PR News.

For years it seemed that all their advice fell on very deaf ears, but in recent months, and to a large extent due to the immediacy of social media, more and more major brands have been heeding their advice.